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In May 2007, the Bible Society launched an integrated above the line campaign in Manchester, created by ASHA. With the objective of getting people to understand that the bible is relevant today, ASHA developed a competition, with a twist.
7 newspaper headlines were created from bile stories, and a word obscured in each of them. Anyone that could solve the seven riddles could be entered into a prize draw to win £7,000, but the money had to be given away to a local Manchester Charity.
ASHA also created a ‘Riddle of Life’ marque so that the Bible clues were not too overt.
The campaign was developed across billboards, beermats, toilet panels, bus backs, taxi sides and tram panels, as well as a campaign microsite, enabling entry online. |
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